Heading into the Winter Classic, many Capitals fans noticed something different about Alex Ovechkin. The Russian machine, one of the world’s most well-marketed athletes, was starting to look scruffy again. Since December 2010, Ovechkin had been either clean-shaven or sporting a meticulously maintained mustache. Until now.

RMNB has confirmed with Gillette that Ovechkin’s four-year contract with the company ended on December 31, 2014.

“With the launch of our new Gillette Fusion ProGlide with Flexball Technology, we’re just focusing more on the addition of the second pivot in telling the product story,” Gillette spokesman Kurt Iverson said. “Alex was great for the brand and we enjoyed working with him. We’ll be sure to send him the new product in case he wants to try it out.”

Among Ovechkin’s responsibilities as spokesman was to promote the product in his homeland.

“[Ovechkin’s participation with Gillette] included an Olympics activation, of course, but also lots of Russia-focused connection to the brand throughout the span of the deal,” Iverson explained. “He was on our in-store materials/displays as well as ads in print and digital (Internet).”

According to an annual brand popularity report, Ovechkin’s commercials and marketing material helped Gillette receive its highest ranking ever among Russian men aged 18 to 34. Gillette had not previously appeared on the list. Ovechin’s contributions helped them into the top 20.

We’re told both sides are exploring ways to collaborate again in the future.

“This has been a very good relationship for Alex and Gillette,” Ovechkin representative David Abrutyn said to me. “Gillette was one of the first consumer product companies to use Alex in Russian specific advertising.”

“From new product launches to Olympic marketing programs they succeed driving business and popularity of Gillette among young males,” he continued. “It’s also a credit to Gillette that they respected Alex and traditions of the game during the playoffs and worked with him during Movember to support that important global charity initiative.”

Half-Naked Ovechkin Announces Gillette Agreement on 24/7

HBO’s 24/7, which chronicled the Capitals and Penguins Winter Classic match-up way back in 2011, featured intimate moments with the athletes. One included Capitals captain Alex Ovechkin at home, wearing only a bath towel, shaving in the bathroom. You don’t get much more intimate than that.

Later HBO showed a clip from the press conference announcing the deal. “They chose me,” Ovechkin said to the media.”So it means I have very good face.” Hard to disagree with that logic.

Ovechkin’s First Commercial With Gillette

Ovechkin’s first Russian-language commercial with Gillette tackled the reason why I have a beard. “There’s a superstition that you can’t shave before the important games,” Ovechkin said in Russian, as translated by Fedor Fedin. “This is a great excuse for a hockey player with sensitive skin, but with Gillette Series Aftershave Balm, you won’t feel dry or tightened skin anymore. The new balm’s formula with aloe vera moistens skin after shaving. So from now on, use Gillette and have no superstitions!”

The commercial was straight-forward. They would get more creative with time.

Also, sorry but I’m gonna go ahead and drop this YouTube right here. It goes too perfectly with Maxim’s image.

Let’s talk about something sad: during the last Olympics, Team Russia lost to Canadians 7-3. The Worlds – they lost to the Americans 8-3. Who should we expect a 9-3 loss in Sochi from?

The Olympics, it was just not our day. I try to forget about it, so thank you very much for reminding me. And the loss to Americans [at Worlds]… we were playing against the kids from the block–juniors, yesterday’s college players. But at the same time – good professionals, future NHL players. They fought for their honor. And we allowed an incredible number of unforced errors. We lost to ourselves. Under no circumstances should the loss be blamed on our coach Zinetula Bilyaletdinov. He did make us champions in 2012. Maybe it is even for the best that we flopped so badly during the Worlds. There is still time until February to fix the problems.

Yes, please, don’t disappoint. By the way, how much do you bench press?

I don’t like to do that stuff. As is, I weigh over a hundred kilos. If I start going to the gym regularly, I’ll become a monster. I never do bench press during the season, or any shoulder or arm exercises. I do work a bit on my legs. I think I can squat 180-200 kilos (440 pounds). But as a hockey player, you can’t overdo that. You lose elasticity of your muscles, become wooden – like Pinocchio.

What was the hardest exercise you ever had to do?

Coach Vladimir Krikunov, who worked with me when I was with Dinamo, has this patented exercise. They take a tire from KamAZ, strap it to the player, and he is skating on the ice. And another man is inside the tire. Sometimes two.

We can guess that hockey players are not afraid of anything. But nevertheless: was there ever a moment in your life when you felt scared?

Of course! When I was driving 250 km/hr (155 MPH). I found this track in Russia. But it was a long time ago, I was young. No way would I drive like that now.

The NHL’s two pillars with hockey sticks are Alexander Ovechkin and Sidney Crosby. At the same time, you are often criticized by American analysts.

It happens. For example, the start of the last season wasn’t the most remarkable. We had a new coach Adam Oates, we were changing our system. Everybody was taking a shot at me. But if you are going to read all the positive and negative articles about yourself, there is a good chance you’ll go crazy. You can just make an appointment with a neurologist [Editor’s note: psychiatrist?] if you are going to take such criticism to heart.

Sometimes you have a good last word. The phrase “Russian Machine Never Breaks” – did you come up with that?

Yeah, I did say something like that after the game against Montreal [Ed. note: January 31, 2008]. I broke my nose, there was a fountain of blood. I got so angry, I scored four goals, including the winning goal. The whole stadium in Washington was just going nuts!

So how many times was your nose broken?

Five. The first one was the most painful. It happened when I was at Dinamo, I still had to wear a cage. All players under 18 must wear this full face metal cage mask. We were playing against Amur, or maybe Sibir, I can’t remember. So I was on the bench, and I took off the mask. The head coach Bilyaletdinov, he was working with Dinamo then, told me: “Why did you do that? What if a puck flies here?” And that’s exactly what happened.

How did you lose your tooth?

I think it happened during my second NHL season. We were playing against Atlanta. Someone awkwardly swung his stick – and boom! I am going to fix it as soon as I am done with hockey. Right now it’s pointless: they’ll knock it out again. In hockey pucks fly like bullets.

But you are not totally indifferent to how you look. You advertise a razor…

That is because Gillette razor and I have the same goal – we want to be the best in the world. I like its steely character. It is just like mine.

If you could change one thing about Russian hockey, what would it be?

Arenas. I would build modern stadiums for twenty thousand spectators throughout the country, just like in Canada and the United States. For now, we don’t have that.

We know that you are one of the highest paid hockey players in the world, but would like to share this sensational news with you: they say the hockey players are getting paid better in Russia now. Give us one reason for you staying in the NHL.

I want to win the Stanley Cup. It’s just as difficult as winning the Olympics. But we have a chance.

What is your relationship with money?

I try to spend money in a thoughtful way. I know how hard it is to make it. So I am not going to throw money around. Although sometimes I do buy something and then ask myself: what for?

What is the most ridiculous rumor you have heard about yourself?

That I cancelled our wedding with Masha Kirilenko. That is, at first I picked the date, and then changed my mind. And in general, the reporters are funny, creative guys. I promise you: you will find out about the wedding personally from me. I will write about it on Twitter.

With the 2014 Winter Olympics in Sochi approaching, Washington Capitals captain Alex Ovechkin has been doing a bunch of Russian-language interviews to promote the games and his sponsors. Over the weekend, Ovi spoke with R-Sport and– after he got in a plug for Gillette and his steely character– he talked about his family, Maria, and his favorite spots in Washington. It’s a good read.

Weird thing: despite being world-class athletes back in the day, Ovechkin’s parents don’t understand why Ovi needs more than one car. Kids these days.

Alexander, your emotional demeanor on the ice are well known. Tell us, are you just as emotional in life?

I think you can say that Alexander Ovechkin on and off the ice are two different persons. Because I have one character when I am on the ice, and completely different in regular life.

How is it different?

Probably more even-tempered, calm, and reasonable.

Can your everyday life emotions affect your game?

Certainly, because all my emotions on the ice reflect the atmosphere I am in, the people around me. A lot depends on the mood.

What allows you to feel confident on the ice and in life?

On the ice – my physicality, and in life, probably my character, a strong inner core. I think there is a good reason we have been working together with Gilette and P&G company for a few years: this brand has a steely character, just like mine. Overall, I am self-confident, because I achieved everything I wanted. Well, of course not everything, it’s just a figure of speech (smiling). But I have become what I wanted to be, and now I have to give the maximum effort to maintain the brand, so to speak, and continue to move in the direction I chose for myself.

Who helps you in a difficult moment?

Of course it’s my parents, my family. Mom and dad – they are the first people I ask for advice, for help. It would be hard for anybody achieve anything without family, and I am no exception. It’s difficult to overestimate my parents’ contribution to my success, they have done everything for me that was needed.

You probably don’t ask your parent for help as much now, do you?

Why? It is not a problem for me to ask my parents for advice. They are more experienced people, they have lived a long life, and they have been in all kinds of situations.

Alexander, we got a chance to talk right between two of your photo shoots. What’s your attitude toward photo-shoots and promotional actions?

I understand that it’s part of our job, that thanks to photoshoots, my face and my name will be known around the world. But it’s important that it doesn’t take too long. When everything happens quickly, it’s more interesting.

How long was your longest photo shoot?

About nine hours. By the end of it, there was no energy, no emotions left. (smiling)

You participated in various promotional actions during your summer in Moscow. What else did you do during your break?

Whatever everybody else does when on vacation: hanging out, going with friends to the restaurants and movies.

Night clubs?

(Smiling) If in moderation, why not? Met my classmates at the end of August.

How long do you usually stay in Moscow in summer?

About a month, a month and a half.

Your three favorite spots in Moscow?

Dacha, apartment, and one of the restaurants – I don’t have just one favorite.

And in Washington?

Verizon Center, Café Milano, and a soccer field, where we get together with some friends and kick around, just for fun.

How do you spend your days off, when you get them during the NHL season?

On days off I just like to lay down and watch TV. Maybe go with the guys somewhere. In reality, there are very few free days. Last season, shortened because of the lockout, there were only two!

So you have lived in Washington for eight years now. Do you feel like you belong in America?

I do. There are no problems, the kind that I experienced during my first season in Washington. I bought a house, I have met everybody. I know people, they know me. I feel very comfortable in America.

Was it hard at first?

When I just arrived in Washington, I realized right away that here they waited for me, respect me, and want the best for me. It helped a lot. I never regretted that I came specifically to Washington.

Do your parents live in Washington with you? Or do they visit during the season?

They come for a month, a month and a half at a time, and then return to Russia. My father stays here longer, because he really like it here in Washington. I really like it when my parents are with me. Although they grumble at me sometimes because of my interest in cars (smiling).

You already have seven automobiles. How many cars would you like to have?

The more [Ed. Note – There’s no “MOAR” in Russian… yet], the better, but in fact my parents already tell me: “Sasha, why do you need so many?”

And how do you answer?

I tell them it is my main hobby, my dream, and there is nothing I can do about it.

What is the most prized part of your collection?

(Laughing) All cars are good, if I single one out – the others will feel offended.

Are there any models of great rarity?

No, all of them are modern. I like powerful cars. Be it an off-road, sedan or coupe – a car must be powerful.

For the last two years, whenever Alexander Ovechkin is talked about, Maria Kirilenko always mentioned. Tell us how you met.

It was quite incidental, at US Open 2011. I walked up to Nadya Petrova during her warmup for the doubles match they played with Masha. Mash and I started talking, we exchanged phone numbers, and that’s how everything started.

How long was it between the first time you met, and the start of your relationship?

For the first month and a half, we were only writing to each other, every day. I can’t even imagine how much was spent on all that texting. (smiling) Then Masha moved in with me, and we started living together.

What makes Maria special for you?

Everything! She is special for me, that’s why I chose her.

Alexander, when is the wedding date already?

(Laughing) For now, it’s undetermined. There is still no date. Wait for our announcement.

You often appear at Kirilenko’s tennis matches. Is she giving you tennis lessons?

I often play against her father, Yuri Kirilenko. Unfortunately, not as frequently this year as last, because I had a broken foot, but in 2012 during every Masha’s tournament that I came to, we played tennis with her dad.

What about Maria herself?

(Laughing) Well, I have no chance there, you understand. That is the same as if she came out against me on a hockey rink. I know all the rules, but as a player – I am mediocre. Even haven’t learned to serve properly yet.

We’ve got a translation of the Gillette press release below, courtesy of RMNB’s Fedor Fedin. After you read it, you may feel the urge to wear a power tie, chop firewood, or skip leg day at the gym. Don’t worry; that’s a common side effect of the machismo.

Ovechkin: Victory at the Winter Olympics will depend on whether I’ll be able to activate my physical and moral forces at crucial moments of the games. You can achieve a lot thanks to a steely character. It really helps.

Gillette: Character helps reach towards victory, and Ovechkin is the embodiment of a man who reaches new heights of success thanks to his strong character.

Ovechkin: Throughout my career, I’ve seen a lot of evidence that the greatest achievements are only reached by the one who has steely character.

All Olympic athletes have a strong core and whether you’ll take gold or silver depends on that.

Gillette is a brand that shares my determination and willingness to be the best. This common goal prompted me to combine forces with Gillette for the 2014 Winter Olympics in Sochi. I know that together we’ll be able to prove that if you have a steely character, you can reach high goals.

Alex Ovechkinmay be engaged to Maria Kirilenko, but that doesn’t mean he won’t impress the ladies when given the opportunity. In a new video released by Gillette Russia, The Great Eight performs some fancy trick shots for young Russian women near the rink.

“Sasha, Sasha!” the girls scream in the beginning of the video, asking for an autograph.

A few weeks ago, Washington Capitals captain Alex Ovechkin and Gillette extended their contract for two years, pairing the two through the 2014 Sochi Winter Olympics. The best news of the deal was that Ovechkin could participate in future Movembers.

And now Gilette Fusion ProGlider is in Ovechkin’s hands! With a nimble move he changes the whole flow of the game! You can see the brazen arrogance of a big city denizen! A counterattack! What is he doing?! Ovechkin is playing in the zone of a chivalrous intellectual… Shush!!!…An aficionado of Kafka and long walks… A pass! And now he is on the beach! What’s going to happen next?! A pass into the slot… he shoots!.. Now, my friends, the game is getting serious. The situation is tense… what a chance!… Just a few seconds to victory! Ovechkin goes to the net and radically changes his style! Here is the moment of truth! A-a-a-a-a-n-d!…. He scores! Sasha, this is your win!!!!

In folicular endorsement news, Sport Business Daily is reporting that Alex Ovechkin and Gillette have agreed on a two-year extension, which will keep the Russian machine’s face as smooth as a baby’s behind through the Sochi Winter Olympics. Ovi will continue to serve as a global ambassador and make awesome commercials for the world famous brand too.

The most interesting part of the new agreement, however, is in the details. While many Capitals players grow mustaches in November to raise money for men’s health, Ovechkin is contractually prohibited from doing so. Well, not anymore!

Ovechkin’s previous deal with Gillette required him to be clean-shaven throughout the NHL calendar with the exception of the playoffs, when many NHLers grow playoff beards. The same goes for this contract, Abrutyn said, but it also will allow Ovechkin flexibility during “Movember,” when some players grow mustaches for charity in November. Abrutyn noted that “Movember” could provide an opportunity for Ovechkin to showcase Gillette’s Fusion ProGlide Styler. Abrutyn said, “There could definitely be some times during the year where we do something that would demonstrate the benefits of using it.”

Well, last night I caught glimpse of Ovi’s first Gillette commercial, which has dropped in Moscow. Check it out!

The dialogue of the commercial is as follows:

There’s a superstition that you can’t shave before the important games [Ed. Note – Peter knows this better than anyone else]. This is a great excuse for a hockey player with sensitive skin! But with Gillette Series Aftershave Balm, you won’t feel dry or tightened skin anymore. The new balm’s formula with aloe vera moistens skin after shaving. So from now on, use Gillette, and have no superstitions!

Second, does this mean no playoff beard for Ovi? When asked by the popular Russian-language sports portal Sportbox, Sasha had this to say:

I haven’t decided yet how I will groom myself for the playoffs – maybe I’ll shave or maybe I will grow beard. We have an agreement with Gillette to observe sacred traditions. But it’s too early to talk about it – we need to make the playoffs first!

Great non-answer. Being among the politicians in D.C. has paid off.

So finally, for our readers, we must end our post with an important question. Which edition of the Capitals captain do you like better? The clean-shaven Ovi or the unkempt one? Let us know in the comments blow.